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Legendary Reimagined: World-Renowned IP

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Revisiting and repurposing favorite properties yields huge returns for Legendary Entertainment.

From “Batman Begins” in 2005, up to the much-anticipated “Dune” reset premiering Oct. 22, Legendary Entertainment has been busy reinventing intellectual properties for new audiences. The media company’s library of marquee titles includes projects that draw upon world-class IP featuring iconic characters and stories portraying them in newly imagined ways, incorporating Legendary’s stated commitment to quality genre and compelling, auteur-driven storytelling featuring renowned talent and character-rich entertainment.   

Its licensing and merchandising team, helmed by James Ngo, executive vice president, film franchise management, Legendary Entertainment, works to reinforce the quality of the corporate brand through innovative collabs with best-in-class partners. The licensing/merchandising team creates strategic opportunities that embrace and showcase their IPs’ heritage, reactivating and honoring core fans, giving them what they love, but also, introducing a new generation of fans to beloved characters and stories.  How is the company able to make this work so effectively? Ngo says that, as with any creative process, it is difficult to pinpoint any one thing that delivers home runs.  

“I think the ingredients that go into this successful formula include…” 

Want to learn more? Check out the August issue of License Global, out now! 

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